Don’t dumb down your message
In content marketing, style can’t compensate for a lack of substance. For years, we’ve advised clients to create emotionally compelling stories, but this should never come at the expense of the content. Watch as Geoff Cutmore explains how insight and storytelling are the yin and yang of good communication.
Speaker: Geoff Cutmore - Strategic Partner at Casey Wishart & Partners
Copy on screen: The Corporate Newsroom: Storytelling with impact
Telling stories is a great way of sharing information, of course. I wouldn’t have been a Journalist for 35 years if I didn’t believe that!
But even the best package can't compensate for a lack of substance.
Look, if you really want to impress the room: know your stuff. And just as importantly, SHOW that you know your stuff.
If I translate that into the world I've known for the past three decades - the news anchor’s chair - new and insightful information was what drove the news cycle.
Audiences want: new ideas, evidence to support them, data and analysis to understand what it all means to them.
Tying it all to current events and newsflow adds another layer of relevance .
The best company speakers I interviewed knew their subject - or had their subject matter experts do the talking.
No doubt some had support turning that subject matter into a compelling story, using smart techniques to skilfully deliver the story simply, but with impact.
So there you have it - storytelling and insight: the inseparable twins of great communication.
Endframe: Casey Wishart & Partners. Your expertise. Our journalism.
